Question 1

A market-basket analysis is used to explore cross-selling opportunities.

Accepted Answer

A) True 
 B)False

Question 2

________ is a way of analyzing and ranking customers according to their purchasing patterns.

Accepted Answer

A) Composite forecast 
B) RFM analysis 
C) Regression analysis 
D) Delphi technique 
A) Composite forecast 
B) RFM analysis 
C) Regression analysis 
D) Delphi technique

Question 3

Which of the following statements is true about decision trees?

Accepted Answer

A) Few decision trees can be transformed into a set of If/Then rules. 
B) Decision tree analysis is a supervised data mining technique. 
C) The algorithms used in decision trees are similar to each other. 
D) Decision tree programs produce computer programs for trees set up by analysts. 
A) Few decision trees can be transformed into a set of If/Then rules. 
B) Decision tree analysis is a supervised data mining technique. 
C) The algorithms used in decision trees are similar to each other. 
D) Decision tree programs produce computer programs for trees set up by analysts.

Question 4

In marketing transactions, the fact that customers who buy product X also buy product Y creates a ________ opportunity.

Accepted Answer

A) relationship selling 
B) cross-selling 
C) value added selling 
D) persuasive selling 
A) relationship selling 
B) cross-selling 
C) value added selling 
D) persuasive selling

Question 5

The RFM score is obtained by ranking customers based on the positive feedback for a product after purchasing it.

Accepted Answer

A) True 
 B)False

Question 6

Data mining techniques are essential for database marketing.

Accepted Answer

A) True 
 B)False

Question 7

In market-basket terminology, a conditional probability estimate is referred to as ________.

Accepted Answer

A) support 
B) cohesion 
C) confidence 
D) chance 
A) support 
B) cohesion 
C) confidence 
D) chance

Question 8

A high F score denotes that the customer has bought an expensive item recently.

Accepted Answer

A) True 
 B)False

Question 9

Groups created by decision tree algorithms are as different from each other as possible.

Accepted Answer

A) True 
 B)False

Question 10

Which of the following is the basic idea of the decision tree technique?

Accepted Answer

A) to perform an RMF analysis and rank consumers according to their purchasing patterns 
B) to select attributes that are most useful for classifying entities on some criterion 
C) to produce computer programs for information systems 
D) to use the minimum difference among groups created by the decision tree algorithm 
A) to perform an RMF analysis and rank consumers according to their purchasing patterns 
B) to select attributes that are most useful for classifying entities on some criterion 
C) to produce computer programs for information systems 
D) to use the minimum difference among groups created by the decision tree algorithm

Question 11

Which of the following is a data mining technique for determining sales patterns?

Accepted Answer

A) RFM analysis 
B) market-basket analysis 
C) composite analysis 
D) regression analysis 
A) RFM analysis 
B) market-basket analysis 
C) composite analysis 
D) regression analysis

Question 12

In RFM analysis, customers who have bought the least expensive items are indicated by an M score of ________.

Accepted Answer

A) 2 
B) 5 
C) 1 
D) 4 
A) 2 
B) 5 
C) 1 
D) 4

Question 13

In RFM analysis, an F score of 1 shows that ________.

Accepted Answer

A) a customer has bought the least expensive items 
B) a customer has frequently placed orders 
C) a customer has always bought the most expensive items 
D) a customer has rarely made a purchase 
A) a customer has bought the least expensive items 
B) a customer has frequently placed orders 
C) a customer has always bought the most expensive items 
D) a customer has rarely made a purchase

Question 14

A reporting system that generates RFM data can be automated.

Accepted Answer

A) True 
 B)False

Question 15

A market-basket analysis shows the products that customers tend to buy together.

Accepted Answer

A) True 
 B)False

Question 16

Customers with an RFM score of 555 are highly valued by organizations.

Accepted Answer

A) True 
 B)False

Question 17

A minimum difference among groups is used as the criterion for constructing the decision tree.

Accepted Answer

A) True 
 B)False

Question 18

Describe the process of conducting RFM analysis.

Accepted Answer

RFM analysis is a way of analyzing and r

Question 19

Databases are not a key component of database marketing.

Accepted Answer

A) True 
 B)False

Question 20

The frequency of customer purchases is not a determining factor for RFM scores.

Accepted Answer

A) True 
 B)False

Exam 24: Database Marketing

A market-basket analysis is used to explore cross-selling opportunities.

________ is a way of analyzing and ranking customers according to their purchasing patterns.

Which of the following statements is true about decision trees?

In marketing transactions, the fact that customers who buy product X also buy product Y creates a ________ opportunity.

The RFM score is obtained by ranking customers based on the positive feedback for a product after purchasing it.

Data mining techniques are essential for database marketing.

In market-basket terminology, a conditional probability estimate is referred to as ________.

A high F score denotes that the customer has bought an expensive item recently.

Groups created by decision tree algorithms are as different from each other as possible.

Which of the following is the basic idea of the decision tree technique?

Which of the following is a data mining technique for determining sales patterns?

In RFM analysis, customers who have bought the least expensive items are indicated by an M score of ________.

In RFM analysis, an F score of 1 shows that ________.

A reporting system that generates RFM data can be automated.

A market-basket analysis shows the products that customers tend to buy together.

Customers with an RFM score of 555 are highly valued by organizations.

A minimum difference among groups is used as the criterion for constructing the decision tree.

Describe the process of conducting RFM analysis.

Databases are not a key component of database marketing.

The frequency of customer purchases is not a determining factor for RFM scores.

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